Download - RBFF Lapsed Boater Program
RBFF Boat Registration Marketing Programs
Stephanie HusseyDirector of State Initiatives
September 12, 2011
RBFF’s Mission
To implement an informed consensus-based national outreach strategy that will increase
participation in recreation angling and boating and thereby increase public awareness and
appreciation of the need for protecting, conserving, and restoring this nation’s aquatic
natural resources.
Integrated National Outreach
Our Approach
TakeMeFishing.org
Annual Referrals To State Boat Registration Pages
Boat Registration Pilot Program• Marketing program to increase boat
registrations• Encourage ‘lapsed’ boat owners to re-
register boats• Direct mail program with three mail pieces– Fishing-focused, color– Boating-focused, color– Standard renewal form, black and white
Participating States• Oregon• Ohio• Florida• Tennessee
Ohio DNR – Div. of WatercraftJoint Partnership
Target Audience
• 23,376 owners of boats with expired registrations
• In Ohio, boaters mark the ‘primary use’ of their watercraft on the registration form– Approximately 22% of the lapsed boat registrations
marked ‘fishing’– The remaining 78% were used primarily for pleasure
Fishing-focused Remittance Form
Boating-focused Remittance Form
Standard Remittance Form
Ohio Program Results
Fishing-focused
Boating-focused
Standard ALL Boats
Final Reconciled List
4,967 8,933 8,933 22,833
Newly Registered Boats
335 492 527 1,354
Response Rate
6.7% 5.5% 5.9% 5.9%
Registration Rates
Ohio Program Results
Target Group/Mailing
Lift (% points)
Lift (Boats)
All Boats – Treatment Overall
3.5 796
Lift Analysis Overall
Ohio Program ResultsRevenue
Registration Revenue
$29,353.69
Program Costs $13,441.47Net Program Revenue
$15,912.22
SFR & Boating Trust Fund
$2,474.19
Program Success
• ODOW is pleased with the results and plans to build on the program results next year
Next Steps• Expanding program with up to 15 additional states– RBFF provides funding– RBFF handles printing and mailing– RBFF handles data analysis and evaluation– Agency provides state boat registration data– Agency provides customized state information and
approval of mailers– Agency receives revenue– Together, we increase boat registrations